Study On The Impact Of Shopping Environment On The Young Tourist Shopping Behavior

The paper takes the impact of ancient city shopping environment on the young tourist shopping behavior as the question,six aspects are taken to summarize the ancient city shopping environment.Choosing Fenghuang and Pingyao ancient cities as cases to study,using the Likert scale to measure the qualitative concept quantitatively,the scale was validated by SEM and the influence path of each factor on shopping behavior was discussed.The model is supported by the consumer purchase behavior theory and the consumer emotion theory,taking the Howard-ShethModel as the prototype,choosing the emotion reaction and the purchase intention as the chain intermediary variable.And based on that,the traveling shopping environment and the tourist purchase behavior are connected together to form the complete model.The innovation of the paper lies in: Firstly,the systematic research on the tourism shopping environment makes up for the lack of the tourism shopping research.Secondly,Jason-Verbeck's tourism shopping experience analysis model and Howard-Shethmodel are introduced together which makes a more complete research construction framework of tourism shopping environment influncing the tourist behavior;Thirdly,choosing the young groups as the object of research has a distinct significance of the times and value.At the same time,the further study can be taken on the change of the inner emotion of the young consumers by introducing the theory of consumer emotion into the model.The result shows that the external environment has the greatest effect on positive emtions which shows that the characteristics of external dominance are most attractive to young tourists.The second greatest influence on the positive emotion is the store environment,which shows that the physical visual impact of the interior design factors will make the young tourists have a strong emotional reaction.However,the indoor atmosphere factor will also affect the tourist emotion,which is only slightly weaker in the degree of design elements.The third major factor is marketing stimulation,mainly by setting up a discount area in the shop's eye-catching position and carrying out the hands-on or trial-eating experience activities that tourists can participate in.In addition,the direct impact of planning layout on buying behavior is also significant.Therefore,the following five conclusions have been drawn: Firstly,young tourists have strong ability and potential to consume in tourism shopping.Secondly,the young groups are keen to purchase traditional handicrafts and cultural and creative products.Thirdly,the outside environment of the store has the most influence on the purchase behavior of young tourists.Fourth,the complex format of shops is conducive to increasing the desire of young tourists to consume.Finally,experiential marketing will stimulate the willingness of young tourists to consume.